View From the Legislature

Manitoban’s have always been proud of the many things that our province has to offer during its four distinct seasons. Every corner of the province provides a unique experience. But for even long-time residents of our province, 2020 and 2021 likely opened many eyes as residents focused their travel and vacation attention within our own borders. Like never before, we discovered the trails, lakes, forests, attractions, and other destinations that have always been in our own provincial backyard.

Now, Travel Manitoba together with the provincial government, is looking to take some of what we learned about ourselves and share it with the world by expanding international tourism opportunities and inviting people to come and see what the heart of Canada has to offer.

That is the theme of the new Travel Manitoba slogan, “Canada’s Heart is Calling”, which builds upon the previous brand “Canada’s Heart Beats”. It is focused on showing how it feels to visit many of the spectacular places that Manitoba has to offer.

Prior to international travel restrictions in 2020, the tourism industry in Manitoba accounted for about $1.6 billion in economic revenue. While the tourism industry was bolstered by many Manitobans spending time and money in their own province, there was a significant financial impact for two consecutive years. And while Tourism Manitoba estimates that Manitoba may have bounced back faster than any other province when it comes to reclaiming previous tourism dollars, there remains more to do and to achieve.

The new campaign sets the goal of reaching $1.6 billion in tourism activity again by next year and then reaching $2.5 million in tourism spending by 2030. It is an ambitious goal but there are already signs that it is one that can be achieved. Not only have tourism dollars rebounded impressively this year, there are new reasons for people to come and visit Manitoba. Just late last year the newest attraction at Assiniboine Park, The Leaf, opened and features 30 acres of new gardens and greenspace. Of course, all the longstanding natural attractions in Manitoba remain including world class lakes and fishing and the polar bear capital of the world, Churchill.

In fall of 2021 I had the opportunity to lead a delegation of international dignitaries to Churchill and it was a very clear reminder to me that whether it is seeing polar bears in the wild, the opportunity to see Beluga Whales or to view the northern lights, it is highly valued by people from beyond Manitoba. And that is just one of the many attractions we have to offer.

Canada’s Heart is Calling is ultimately a slogan. But it is a slogan that represents a province and people who can offer visitors unique experiences and leave them with feelings they will remember for a lifetime.